本文選題：門戶網(wǎng)站　切入點(diǎn)：品牌推廣　出處：《吉林大學(xué)》2007年碩士論文　論文類型：學(xué)位論文

【摘要】： 網(wǎng)絡(luò)媒體自在20世紀(jì)90年代中期在中國向社會(huì)公眾開放接入服務(wù)后,開始迅速發(fā)展和普及,在1998年5月召開的聯(lián)合國新聞委員會(huì)上,互聯(lián)網(wǎng)被正式確定為繼報(bào)刊、廣播、電視之后的第四媒體,至2000年,“網(wǎng)絡(luò)媒體”在國內(nèi)取代“第四媒體”開始廣泛使用。 品牌是營銷學(xué)和廣告學(xué)廣為使用的一個(gè)概念。在時(shí)間上,品牌自身經(jīng)歷了一個(gè)發(fā)展過程,不同的人對品牌的理解也不盡相同。隨著互聯(lián)網(wǎng)對人類生活的影響越來越深入,傳統(tǒng)品牌的塑造方法受到了影響和挑戰(zhàn)。本文以綜合性門戶網(wǎng)站(如新浪、搜狐)為研究對象,主要討論和總結(jié)作為新興互聯(lián)網(wǎng)行業(yè)企業(yè)代表的公司在傳統(tǒng)物質(zhì)形態(tài)環(huán)境向互聯(lián)網(wǎng)虛擬環(huán)境過渡中,在品牌塑造、傳播方法和策略上的成功經(jīng)驗(yàn)以及互聯(lián)網(wǎng)品牌塑造的一般原理。論述如何成功的進(jìn)行企業(yè)網(wǎng)站的形象設(shè)計(jì),結(jié)合具體實(shí)例對企業(yè)網(wǎng)站的品牌推廣進(jìn)行了較為深入的分析和研究。 中國門戶網(wǎng)站在經(jīng)歷了互聯(lián)網(wǎng)行業(yè)漫長的冬天后,終于找到了網(wǎng)絡(luò)廣告服務(wù)、移動(dòng)增值服務(wù)和網(wǎng)絡(luò)游戲服務(wù)“三駕齊驅(qū)”的盈利模式,迎來了互聯(lián)網(wǎng)行業(yè)的復(fù)蘇。然而,主要營收來源的集中也帶來了門戶網(wǎng)站之間激烈的競爭。在這種背景下,清楚辨析企業(yè)的競爭力所在,以指導(dǎo)制定有效的發(fā)展戰(zhàn)略已成為國內(nèi)各門戶網(wǎng)站必須認(rèn)真思考的問題。 本文分為四個(gè)部分,第一部分介紹了門戶網(wǎng)站的概念及發(fā)展趨勢;第二部分介紹了國內(nèi)互聯(lián)網(wǎng)品牌建設(shè)的現(xiàn)狀及一般原理;第三部分重點(diǎn)論述了網(wǎng)站的形象設(shè)計(jì)及推廣的一般策略;最后結(jié)合具體實(shí)例,分析了網(wǎng)站的企業(yè)競爭力。
[Abstract]:Internet media began to develop and popularize rapidly after opening access services to the public in China on the middle of 1990s. In May 1998, at the UN News Committee, the Internet was formally confirmed as a newspaper and broadcast. In 2000, after TV 4th media, "network media" replaced "4th media" began to be widely used. Brand is a widely used concept in marketing and advertising. Over time, brand itself has gone through a process of development, and different people have different understanding of brand. The traditional brand shaping method has been affected and challenged. This paper takes the comprehensive portal (such as Sina, Sohu) as the research object. The main discussion and summary of the emerging Internet industry as a representative of companies in the traditional physical environment to the virtual environment of the Internet transition, in the brand shaping, The successful experience of communication methods and strategies and the general principle of Internet brand shaping. This paper discusses how to successfully design the image of enterprise website, and makes a deep analysis and research on the brand promotion of enterprise website with concrete examples. After a long winter in the Internet industry, Chinese portals have finally found a profitable model of "three drivers driving" online advertising services, mobile value-added services and online game services, and ushered in a revival of the Internet industry. The concentration of main revenue sources has also brought fierce competition among portals. Under this background, it has become a serious problem for domestic portals to clearly distinguish the competitiveness of enterprises in order to guide the formulation of effective development strategies. This paper is divided into four parts, the first part introduces the concept and development trend of portal, the second part introduces the current situation and general principle of domestic Internet brand construction. The third part focuses on the general strategy of website image design and promotion.
【學(xué)位授予單位】：吉林大學(xué)
【學(xué)位級別】：碩士
【學(xué)位授予年份】：2007
【分類號】：G219.2-F

【引證文獻(xiàn)】

相關(guān)碩士學(xué)位論文 前3條

1 蔡斯琴;品牌網(wǎng)站的品牌時(shí)效性傳播研究[D];華中科技大學(xué);2011年

2 朱晶;門戶網(wǎng)站科技頻道研究[D];南京師范大學(xué);2012年

3 侯慧敏;天津?yàn)I海新區(qū)國際貨運(yùn)代理企業(yè)市場發(fā)展戰(zhàn)略研究[D];天津大學(xué);2012年

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本文編號：1620358